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Pure Detroit helps Parade Co.'s 'big heads' take the Fisher Building

Public invited to learn more about historic collection

Photo by Courtesy of Pure Detroit
The Parade Co.'s "big heads" are on public display in the Fisher Building for the first time since they arrived in Detroit in the 1940s from Viareggio, Italy.

A set of papier-mâché heads from The Parade Co. is on display in the lobby of the Fisher Building as part of an effort by Pure Detroit to educate the public on the history of the collection.

It’s the first time the "big heads,” as they have become known, will be on public display since they arrived in Detroit in the 1940s from Viareggio, Italy, said Tony Michaels, president and CEO of Detroit-based TheParade Co.

Michaels said the big heads were brought here by Charles Wendel, then-director of displays at Hudson’s department store in Detroit. Wendel saw the heads while on a trip to Europe and decided to bring them back to start the Thanksgiving Day parade.

“It’s amazing that the collection remains today,” said Michaels.

Photo by Courtesy of Pure Detroit
Twenty of The Parade Co.'s vintage "big heads" are on display in the Fisher Building in Detroit as part of “Big Heads Take the Fisher."

Of the nearly 300 papier-mâché heads owned by The Parade Co., about 150 were made in Italy and part of the classical Italian newspaper used to make them still is visible. Others, such as this year’s of local hockey legend Gordie Howe, have been created by Parade Co. artists.

Twenty of the vintage big heads are on display in the Fisher Building as part of “Big Heads Take the Fisher,” including bumblebees, raccoons and pirates, said Ryan Hooper, creative director at Pure Detroit.

Hooper said Pure Detroit got the idea for the exhibit after becoming aware of the big heads at The Parade Co.’s warehouse; they wanted people to learn their history.

Another goal of the exhibit is for people to adopt certain big heads so they can be restored and reinstated to the parade, he said. Five years ago, fewer than 10 big heads walked in the parade, but after a large restoration effort, 150 participated this Thanksgiving, he said.

“Big Heads Take the Fisher” is on display through January. A family kickoff event will run 10 a.m. to 3 p.m. Saturday with free kid-friendly activities, live music, tours of the building and hot chocolate.